A cross-channel campaign coordinates one target audience across multiple marketing, sales, and product destinations. Marketing technology reduces the integration burden by making an audience available across downstream systems while supporting privacy controls, reliability, and ongoing maintenance. section 4.1
Plan cross-channel campaigns around portability rather than channel-count claims:
- Prioritize the breadth and depth of integrations that match the organization’s actual channels. section 4.4.3
- Check each destination’s synchronization protocol, including the maintenance burden of changing APIs and destination-specific responses. section 4.1
- Favor providers that can add future destinations and preserve an escape hatch for custom destinations such as AWS S3 or Google Cloud Storage. section 4.4.3
Table 4.4 Audience portability (cross-channel support) considerations
| Solution |
Considerations |
| Composable CDPs |
(+) Like all CDPs, composable CDPs offer some of the most extensive integration sets for destinations across several categories. |
| Marketing clouds/engagement platforms |
(-) MCs often lack destination integrations that are well supported by other categories. |
| Monolithic CDPs |
(+) Monolithic CDPs offer some of the most extensive integration sets for destinations across several categories. |
| In-house builds |
(+/-) Builds can support bespoke integrations that other solutions may not support, but each additional destination requires a heavier lift than third-party solutions. |
Compare composable CDPs, marketing clouds, monolithic CDPs, and in-house builds by integration coverage and the effort required for each additional destination. section 4.4.3
